ANALISIS PERILAKU IMPULSE BUYING YANG BERORIENTASI PADA FASHION INVOLVEMENT
DOI:
https://doi.org/10.31539/costing.v7i6.13881Keywords:
Fashion involvement, Hedonic consumption, Impulse buying, Mahasiswa, Positive emotionAbstract
Riset ini dimaksudkan untuk mengevaluasi pengaruh keterlibatan dalam fashion, emosi positif, dan kecenderungan konsumsi hedonis terhadap perilaku pembelian impulsif yang berorientasi pada fashion di kalangan mahasiswa Universitas Muhammadiyah Surakarta. Studi ini menggunakan pendekatan kuantitatif dengan data utama yang diperoleh melalui kuesioner yang diisi oleh 200 responden yang memiliki pengetahuan tentang tren fashion.. Data dianalisis untuk menguji enam hipotesis, di mana empat diterima dan satu ditolak. Hasil menunjukkan bahwa impulse buying lebih dipengaruhi oleh hedonic consumption tendency dibandingkan positive emotion atau fashion involvement. Konsumsi hedonis menjadi faktor utama yang mendorong pembelian impulsif untuk memuaskan hasrat, bukan kebutuhan. Rekomendasi untuk ritel fashion mencakup pembaruan koleksi, penyediaan produk eksklusif, dan desain toko yang menarik. Penelitian ini terbatas pada sampel mahasiswa Universitas Muhammadiyah Surakarta, tanpa mempertimbangkan variabel lain atau merek tertentu.
References
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Cha, J. (2001). Planned and Unplanned Apparel Purchase Typology and Related Variables. Unpublished Thesis, Seoul National University, Seoul.
Chen, M. H., & Tsai, K. M. (2020). An empirical study of brand fan page engagement behaviors. Sustainability (Switzerland), 12(1), 1–19. https://doi.org/10.3390/SU12010434
Choirul, A., & Artanti, Y. (2019). Millenniaâ€TMs impulsive buying behavior: does positive emotion mediate? Journal of Economics, Business, & Accountancy Ventura, 22(2), 223–236. https://doi.org/10.14414/jebav.v22i2.1738
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Darma, L. A., & Japarianto, E. (2024). Analisa Pengaruh Hedonic Shopping Value Terhadap Impulse Buying Dengan Shopping Lifestyle dan Positive Emotion Sebagai Variabel Intervening Pada Mall Ciputra World Surabaya. Jurnal Manajemen Pemasaran, 8(2), 80–89. https://doi.org/10.9744/pemasaran.8.2.80-89
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Donovan, R.J. And Rossiter, J. . (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing. Journal of Retailing, 58(1), 34–57.
Goldsmith, R.E. And Emmert, J. (1991). Measuring Product Category Involvement: A Multitrait-Multimethod Study. Journal of Business Research, 23(4), 363–371.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
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Hausmann, A. (2000). A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behavior. Journal of Consumer Marketing, 17(15), 403–419.
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Kinasih, I A D., Jatra, I. M. (2018). Peran Emosi Positif Memediasi Pengaruh Fashion involvement dan Hedonic Consumption Tendency Terhadap Impulse Buying. E-Jurnal Manajemen Unud, 7(6), 3258–3290.
Laurra, L., Oswari, T., Hastuti, E., & Yansi, M. (2021). The Effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Positive Emotions. https://doi.org/10.4108/eai.3-10-2020.2306591
Mattila, A.S. And Enz, C. A. (2002). The Role of Emotions in Service Encounters. Journal of Service Research, 4(4), 268–277.
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Park, E. J., Kim, E. Y. and Forney, J. C. (2006). A Structural Model of Fashion-Oriented Impulse Buying Behavior. Journal of Fashion Marketing and Management, 10(4), 433–446.
Pattipeilohy, Victor Ringhard., Rofiaty, and M. S. I. (2013). The Influence of the availability of Money and Time, Fashion Involvement, Hedonic Consumption Tendency and Positive Emotions towards Impulse buying Behavior in Ambon City. International Journal of Business and Behavioral Sciences, 3(4), 36–49.
Piron, F. (1991). Defining Impulse Purchasing. Advances in Consumer Research, 18, 509–513.
Pramestya, N. L. P. U. M., & Widagda, I. J. A. (2020). the Role of Positive Emotion Mediates Fashion Involvement on Impulse Buying. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(9), 01–08. www.ajhssr.com
Riana Dewi, N; Suharyono, S. K. (2015). Pengaruh Fashion Involvemet Dan Kecenderungan Hedonic Consumption Dengan Mediator Emosi Positif Terhadap Pembelian Impulsif Berorientasi Fashion. Jurnal Administrasi Bisnis, 26(2), 1–10.
Rook, D.W. And Gardner, M. . (1993). In The Mood: Impulse Buying’s Affective Antecedents. Research in Consumer Behavior, 6, 1–26.
Rook, D. . (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199.
Santini, F. D. O., Ladeira, W. J., Vieira, V. A., Araujo, C. F., & Sampaio, C. H. (2019). Antecedents and consequences of impulse buying: a meta-analytic study. RAUSP Management Journal, 54(2), 178–204. https://doi.org/10.1108/RAUSP-07-2018-0037
Satria, S., & Kaihatu, T. S. (2022). The Role of Hedonic Consumption Tendency and Positive Emotion in Mediating the Influence of Fashion Involvement on Impulsive Buying. Review of Management and Entrepreneurship, 6(2), 177–200. https://doi.org/10.37715/rme.v6i2.3157
Setyawati, S. R. I. M., & Praditya, I. (2018). Setyawati.2018. 20(1), 37–47.
Sherry, J. (1990). A Sociocultural Analysis of a Midwestern American Flea Market. Journal of Consumer Research, 17(1), 13–30.
Suchida, I. (2019). Pengaruh Fashion Involvement, Shopping Lifestyle, Hedonic Shopping Value dan Positive Emotion terhadap Impulse Buying Produk Fashion pada Pelanggan Duta Mall Banjarmasin. At-Tadbir Jurnal Ilmiah Manajemen, 3(1), 1–10.
Sudirga, R. S. (2017). Faktor – Faktor Yang Menentukan Peningkatan Bisnis Ritel Di Indonesia. Journal of Business & Applied Management, 10(02), 138–150. https://doi.org/10.30813/jbam.v10i02.933
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In Alfabeta Bandung.
Temaja, I., Rahanatha, G., & Yasa, N. (2015). Pengaruh Fashion Involvement, Atmosfer Toko Dan Promosi Penjualan Terhadap Impulse Buying Pada Matahari Department Store Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 4(6), 243654.
Watson, D. and Tellegen, A. (1985). Toward A Consensus Structure of Mood. Psychological Bulletin, 98(2), 219–235.
Weinberg, P. And Gottwald, W. (1982). Impulsive Consumer Buying as a Result of Emotion. Journal of Business Research, 10(1), 43–57.
Willy Setiadi, I M., Warmika, I. G. K. (2015). . Pengaruh Fashion Involvement Terhadap Impulse Buying Konsumen Fashion yang Dimediasi Positive Emotion di Kota Denpasar. E-Jurnal Manajemen Unud, 4(6), 1684–1700.
Yistiani, N. N. M., Yasa, N. N. K., & Suasana, I. G. A. K. G. (2012). Pengaruh Atmosfer Gerai dan Pelayanan Ritel terhadap Nilai Hedonik dan Pembelian Impulsif Pelanggan Matahari Department Store Duta Plaza di Denpasar. Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan, 6(2), 139–149. https://repositori.unud.ac.id/protected/storage/upload/penelitianSimdos/e3a9d26ade731fa6b91457c634beb3ca.pdf
Youn, S. And Faber, R. . (2000). Impulse Buying: Its Relation to Personality Traits and Cues. Advances in Consumer Research, 27, 179–185
Aprianur, R. (2020). Hubungan Keterlibatan Fashion Dengan Pembelian Impulsif Produk Fashion Pada Dewasa Awal. Psikoborneo: Jurnal Ilmiah Psikologi, 8(2), 156. https://doi.org/10.30872/psikoborneo.v8i2.4895
Bayley, G. and Nancarrow, C. (1998). Impulse Purchasing: A Qualitative Exploration of The Phenomenon. Qualitative Market Research: An International Journal, 1(2), 99–114.
Beatty, S.E. and Ferrell, M. . (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169–191.
Burroughs, J. . (1996). Product symbolism, self meaning and holistic matching: the role of information processing in impulsive buying. Advances in Consumer Research, 23, 463–469.
Cha, J. (2001). Planned and Unplanned Apparel Purchase Typology and Related Variables. Unpublished Thesis, Seoul National University, Seoul.
Chen, M. H., & Tsai, K. M. (2020). An empirical study of brand fan page engagement behaviors. Sustainability (Switzerland), 12(1), 1–19. https://doi.org/10.3390/SU12010434
Choirul, A., & Artanti, Y. (2019). Millenniaâ€TMs impulsive buying behavior: does positive emotion mediate? Journal of Economics, Business, & Accountancy Ventura, 22(2), 223–236. https://doi.org/10.14414/jebav.v22i2.1738
Cobb, J.C. and Hoyer, W. . (1986). Planned versus impulse purchase behaviour. Journal of Retailing, 62(4), 384–409.
Darma, L. A., & Japarianto, E. (2024). Analisa Pengaruh Hedonic Shopping Value Terhadap Impulse Buying Dengan Shopping Lifestyle dan Positive Emotion Sebagai Variabel Intervening Pada Mall Ciputra World Surabaya. Jurnal Manajemen Pemasaran, 8(2), 80–89. https://doi.org/10.9744/pemasaran.8.2.80-89
Dittmar, H. And Drury, J. (2000). Self-Image – Is It The Bag? A Qualitative Comparison Between Ordinary and Excessive Consumers. Journal of Economic Psychology, 21(2), 109-42.
Donovan, R.J. And Rossiter, J. . (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing. Journal of Retailing, 58(1), 34–57.
Goldsmith, R.E. And Emmert, J. (1991). Measuring Product Category Involvement: A Multitrait-Multimethod Study. Journal of Business Research, 23(4), 363–371.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Haq, M. A., Khan, N. R. and Ghouri, A. M. (2014). . Measuring The Mediating Impact of Hedonic Consumption On Fashion Involvement and Impulse Buying Behavior. Indian Journal of Commerce & Management Studies, 4(3), 50–57.
Hausmann, A. (2000). A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behavior. Journal of Consumer Marketing, 17(15), 403–419.
Hirschman, E.C. And Holbrook, M. . (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, And Fun. Journal of Consumer Research. Journal of Consumer Research, 9(2), 132–140.
Isen, A. (1984). The Influence of Positive Affect On Decision-Making and Cognitive Organization. Advances in Consumer Research, 11, 534–537.
Kinasih, I A D., Jatra, I. M. (2018). Peran Emosi Positif Memediasi Pengaruh Fashion involvement dan Hedonic Consumption Tendency Terhadap Impulse Buying. E-Jurnal Manajemen Unud, 7(6), 3258–3290.
Laurra, L., Oswari, T., Hastuti, E., & Yansi, M. (2021). The Effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Positive Emotions. https://doi.org/10.4108/eai.3-10-2020.2306591
Mattila, A.S. And Enz, C. A. (2002). The Role of Emotions in Service Encounters. Journal of Service Research, 4(4), 268–277.
Oktavia, R., Wihastuti, L., & Nurpita, A. (2020). Rina Oktavia, Latri Wihastuti, Anisa Nurpita / Comparative Study of Fashion and Convection SMIs in Yogyakarta, Solo, and Pekalongan COMPARATIVE STUDY OF FASHION AND CONVECTION SMIs IN YOGYAKARTA, SOLO, AND PEKALONGAN. Review of Management and Entrepreneurship, 04, 1.
Park, E. J., Kim, E. Y. and Forney, J. C. (2006). A Structural Model of Fashion-Oriented Impulse Buying Behavior. Journal of Fashion Marketing and Management, 10(4), 433–446.
Pattipeilohy, Victor Ringhard., Rofiaty, and M. S. I. (2013). The Influence of the availability of Money and Time, Fashion Involvement, Hedonic Consumption Tendency and Positive Emotions towards Impulse buying Behavior in Ambon City. International Journal of Business and Behavioral Sciences, 3(4), 36–49.
Piron, F. (1991). Defining Impulse Purchasing. Advances in Consumer Research, 18, 509–513.
Pramestya, N. L. P. U. M., & Widagda, I. J. A. (2020). the Role of Positive Emotion Mediates Fashion Involvement on Impulse Buying. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(9), 01–08. www.ajhssr.com
Riana Dewi, N; Suharyono, S. K. (2015). Pengaruh Fashion Involvemet Dan Kecenderungan Hedonic Consumption Dengan Mediator Emosi Positif Terhadap Pembelian Impulsif Berorientasi Fashion. Jurnal Administrasi Bisnis, 26(2), 1–10.
Rook, D.W. And Gardner, M. . (1993). In The Mood: Impulse Buying’s Affective Antecedents. Research in Consumer Behavior, 6, 1–26.
Rook, D. . (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199.
Santini, F. D. O., Ladeira, W. J., Vieira, V. A., Araujo, C. F., & Sampaio, C. H. (2019). Antecedents and consequences of impulse buying: a meta-analytic study. RAUSP Management Journal, 54(2), 178–204. https://doi.org/10.1108/RAUSP-07-2018-0037
Satria, S., & Kaihatu, T. S. (2022). The Role of Hedonic Consumption Tendency and Positive Emotion in Mediating the Influence of Fashion Involvement on Impulsive Buying. Review of Management and Entrepreneurship, 6(2), 177–200. https://doi.org/10.37715/rme.v6i2.3157
Setyawati, S. R. I. M., & Praditya, I. (2018). Setyawati.2018. 20(1), 37–47.
Sherry, J. (1990). A Sociocultural Analysis of a Midwestern American Flea Market. Journal of Consumer Research, 17(1), 13–30.
Suchida, I. (2019). Pengaruh Fashion Involvement, Shopping Lifestyle, Hedonic Shopping Value dan Positive Emotion terhadap Impulse Buying Produk Fashion pada Pelanggan Duta Mall Banjarmasin. At-Tadbir Jurnal Ilmiah Manajemen, 3(1), 1–10.
Sudirga, R. S. (2017). Faktor – Faktor Yang Menentukan Peningkatan Bisnis Ritel Di Indonesia. Journal of Business & Applied Management, 10(02), 138–150. https://doi.org/10.30813/jbam.v10i02.933
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In Alfabeta Bandung.
Temaja, I., Rahanatha, G., & Yasa, N. (2015). Pengaruh Fashion Involvement, Atmosfer Toko Dan Promosi Penjualan Terhadap Impulse Buying Pada Matahari Department Store Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 4(6), 243654.
Watson, D. and Tellegen, A. (1985). Toward A Consensus Structure of Mood. Psychological Bulletin, 98(2), 219–235.
Weinberg, P. And Gottwald, W. (1982). Impulsive Consumer Buying as a Result of Emotion. Journal of Business Research, 10(1), 43–57.
Willy Setiadi, I M., Warmika, I. G. K. (2015). . Pengaruh Fashion Involvement Terhadap Impulse Buying Konsumen Fashion yang Dimediasi Positive Emotion di Kota Denpasar. E-Jurnal Manajemen Unud, 4(6), 1684–1700.
Yistiani, N. N. M., Yasa, N. N. K., & Suasana, I. G. A. K. G. (2012). Pengaruh Atmosfer Gerai dan Pelayanan Ritel terhadap Nilai Hedonik dan Pembelian Impulsif Pelanggan Matahari Department Store Duta Plaza di Denpasar. Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan, 6(2), 139–149. https://repositori.unud.ac.id/protected/storage/upload/penelitianSimdos/e3a9d26ade731fa6b91457c634beb3ca.pdf
Youn, S. And Faber, R. . (2000). Impulse Buying: Its Relation to Personality Traits and Cues. Advances in Consumer Research, 27, 179–185
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2024-12-26
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